A marketing communications objective to ________ has the goal of influencing the consumer to take the next step toward buying
A) help the consumer recognize a need
B) build awareness and interest
C) reinforce the buying decision
D) remind about a brand
E) stimulate action
E
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Appraisal politics are likely to occur when:
A. top executives forbid distorted ratings. B. the goals of rating are compatible with one another. C. performance appraisal results are directly linked to developmental programs. D. senior employees tell newcomers stories about distorted ratings. E. performance appraisal is not directly linked to highly desirable rewards.
The EVA (economic value added) is a guide to estimating how much a company earns in comparison to
a. competitive firms. b. a stock index such as the Dow Jones industrial average. c. the cost of capital. d. the average return on government bonds.